Online Customers Want to be Inspired

A German study sponsored by IBM and the CoreMedia Corporation has asked one thousand internet users why they switch between online and offline shopping and what would keep them connected to one multi-channel-system. The study focused on early adopter customers.

They found out that it isn’t only the price that takes customers to go offline shopping but also that the whole shopping experience creates emotions which attracts them better to the products. 60 % of the early adopters said that they would shop more online if the experience as such would be better and even 80 % of all persons asked said that an attractive presentation of the product range is a basic requirement for buying online. A plain listing of the product range in an online shop is no longer sufficient for most of the customers.

According to the study, one way of presenting a better experience is to create unified theme worlds offering the customers a comprehensive shopping experience – online and offline.

Further Information:

Germany: 42.3 million people shop online

In Germany, some 42.3 million people bought or ordered goods or services for private use over the internet in 2012.

The Federal Statistical Office (Destatis) also reports that this corresponds to 74% of all internet users older than ten. Accordingly, the proportion of internet users shopping online has risen by 8% or 8.8 million since 2007.

About 14% of the German Onlineshoppers use the web also for purchases in other countries of the European Union. 8% even order goods from outside EU (e.g. US, China or Switzerland).

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